'Sunrise' Teams Up With TikTok For 'Sunrise Music Sessions'
The new initiative "aims to give Australian artists a mainstream TV performance slot to 1 million viewers, while bringing it simultaneously to fans streaming around the world."
Jessica Mauboy On The Sunrise Music Sessions (Credit: TikTok)
Channel Seven’s premier morning program Sunrise has dipped its toe into the world of TikTok, teaming up with the service to launch the new live music series the Sunrise Music Sessions.
The series was discussed on LinkedIn by TikTok Australia and New Zealand's Director Of Music, Ollie Wards, who jokingly described the pairing as “2025's most powerful collab since Coldplay and Astronomer.”
Noting a team-up between the “#1 platform for music discovery” and “Australia's #1 breakfast TV show,” Wards explained how the technological collaboration has resulted in the official launch of the nascent Sunrise Music Sessions.
“Powered by TikTok Live aims to give Australian artists a mainstream TV performance slot to 1 million viewers, while bringing it simultaneously to fans streaming around the world,” he explained. “The artists then get the performance for their TikTok #ontour content.”
Described by host Matt Shirvington as featuring “live music right here in the studio with the world's hottest artists,” the series recently hosted Jessica Mauboy, who performed her recently-released single While I Got Time, and will this week feature Midnight Til Morning.
While it remains to be seen how well the series will fare, it makes sense for Sunrise to team up with the likes of TikTok for such an undertaking. While Sunrise has long hosted musical acts, showcasing them on a video platform such as TikTok does plenty to help increase the profile and reach of these artists and their performances.
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Notably, last year brought with it the news that 60% of the tracks featured in TikTok’s Songs Of The Summer list were distributed by independent labels or artists themselves.
While Mauboy has recently launched her own Jamally label, and Midnight Til Morning are on the Chugg Music roster, it will be interesting to see how the success of these artists’ performances on the Sunrise Music Sessions fares in the grand scheme of things, and how it relates to wider discovery for these acts.
@sunriseon7 What an amazing performance by the even more amazing @Jessica Mauboy for our Sunrise session with TikTok live 😍 #ontour #TikTokLive #SunriseSessions
♬ original sound - Sunrise
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